Moral, self-interested, and social motivation each predict compliance with social distancing rules: utilitarianism is an indirect positive predictor

BACKGROUND: Social distancing rules have proven to be essential in reducing the spread of COVID-19. However, we can optimise these rules if we identify factors which predict compliance. Thus, in this study we investigated whether compliance with distancing rules is predicted by whether an individual is motivated by moral, self-interested, or social reasons. We also investigated the impact of an individual’s utilitarian orientation both on compliance itself and on reasons for compliance. METHODS: Our sample consisted of 301 participants recruited from four US states – California, Oregon, Mississippi, and Alabama – who completed an anonymous online survey. Six vignettes describing hypothetical social distancing rules were developed for the study. Participants indicated (i) how likely they were to violate each hypothetical distancing rule, (ii) how morally wrong violating each rule would be, (iii) how much risk of contracting COVID-19 they would tolerate in order to violate each rule, and (iv) how much social condemnation they would tolerate in order to violate each rule. Based on these responses, we gauged each participant’s overall degree of compliance with social distancing rules as well as the extent to which each participant’s compliance is motivated by moral, self-interested, and social reasons. We also measured other variables that could affect compliance including personality, level of religiosity, and inclination to engage in utilitarian reasoning. Multiple regression and exploratory structural equation modelling were used to determine predictors of compliance with social distancing rules. RESULTS: We found that moral, self-interested, and social motivation each positively predicted compliance, with self-interested motivation being the strongest predictor. Furthermore, utilitarian orientation indirectly predicted compliance, with moral, self-interested, and social motivation as positive mediating factors. No controlled covariates (personality factors, religiosity, political orientation, or other background variables) predicted compliance. CONCLUSION: These findings have implications not only for the design of social distancing rules but also for efforts to ensure vaccine uptake. Governments need to consider how to harness moral, self-interested, and social motivation to promote compliance, perhaps by co-opting utilitarian reasoning, which positively influences these motivational forces.